Hi, I'm Adam Arnold
For over 20 years, I have led agencies and consultancies spanning strategy, branding, marketing and design. Today, I am a consultant and advisor specialising in strategy and identity, helping growing businesses regain clarity on who they are, what they stand for and where they need to go next.
My work turns complexity into clear direction, sharper positioning and a more coherent brand, so businesses are easier to understand, easier to trust and easier to choose.
Location
London Based, working globally
(GMT)
I live on the Essex and Hertfordshire border, just north of London, next to fields once farmed by my family. Growing up close to land I worked on as a child has left its mark. You learn that what lasts is built properly, that progress has roots and that knowing where you stand is the only honest place to start.
Some of my best thinking still happens while walking my dog Brodie across those same fields. It is a useful reminder that clarity and inspiration rarely comes from staring harder at a screen.
When you have clarity, everything moves forward faster, sharper and with purpose
How it started
My first real lesson in seeing clearly came when I was nine. I showed my aunty (an art teacher) a drawing I was quietly proud of. She looked at it and said, “It’s not good enough.”
Then she knelt beside me and said something I have never forgotten: you need to learn to see. Really see. Why does it look this way and not another? What is it trying to achieve?
She was talking about drawing, but the lesson ran deeper. She was teaching me to question what sits beneath the surface, to understand intent and to look harder at why things are the way they are. That instinct has shaped the way I view things ever since.
Career
My career started in publishing. Designer, then Art Editor, then Art Director across consumer and B2B magazines and national newspapers including The Telegraph, Daily Mail and Sunday Mirror. Fast environments. High volume. Zero tolerance for any faff or BS. The experience taught me a lot.
From there I moved into agencies, working on projects for Unilever, Barclays and Adidas, where it became increasingly obvious that design was only ever as good as the thinking behind it. That thinking led somewhere inevitable.
I founded my first business in 2003. What started as a design and communications agency evolved into a brand strategy consultancy, before becoming Brandality in 2018. Not a rebrand for its own sake. A natural progression toward the work that mattered most.
The companies that struggle to explain who they are are the same ones struggling to grow. That's not a coincidence.
Credentials and authority
Brand Architect certification - Level C
Brand Strategist certification - Level C
Brand Specialist certification - Level C
Industry awards judge - Various design and Food & Drink Industry awards
Published writer on brand strategy and identity
Mentor to founders and small business owners
Core sector experience
Health & Wellbeing
Food & Drink
Pet & Equestrian
Leisure
Professional Services
What I focus on today
Today, I work with ambitious businesses at points of transition, whether they are growing quickly, navigating complexity, or recognising that market perception has started to fall behind business reality.
Across health and wellbeing, food and drink, pet and equestrian, and B2B service brands, the pattern is often the same: the business has evolved, but its identity, proposition or direction has not kept pace. My role is to restore clarity, so the business can move forward with stronger positioning, better alignment and greater confidence.
Strategy is a coordinated set of choices to achieve a defined objective - it is not a plan.
Beyond the work
Outside work, I read widely on stoicism, communication and identity. I coach under-9s rugby, drive cars on track when I get the chance and have been trying to master the guitar for longer than I should admit.
Bucket-list items recently ticked off:
Dog sledding in the Arctic
Track Day at Silverstone
Designing and building my own home on the plot where my grandfather built his in 1962.
My recent articles
Hi, I'm Adam Arnold
For over 20 years, I have led agencies and consultancies spanning strategy, branding, marketing and design. Today, I am a consultant and advisor specialising in strategy and identity, helping growing businesses regain clarity on who they are, what they stand for and where they need to go next.
My work turns complexity into clear direction, sharper positioning and a more coherent brand, so businesses are easier to understand, easier to trust and easier to choose.
Location
London Based, working globally
(GMT)
I live on the Essex and Hertfordshire border, just north of London, next to fields once farmed by my family. Growing up close to land I worked on as a child has left its mark. You learn that what lasts is built properly, that progress has roots and that knowing where you stand is the only honest place to start.
Some of my best thinking still happens while walking my dog Brodie across those same fields. It is a useful reminder that clarity and inspiration rarely comes from staring harder at a screen.
When you have clarity, everything moves forward faster, sharper and with purpose
How it started
My first real lesson in seeing clearly came when I was nine. I showed my aunty (an art teacher) a drawing I was quietly proud of. She looked at it and said, “It’s not good enough.”
Then she knelt beside me and said something I have never forgotten: you need to learn to see. Really see. Why does it look this way and not another? What is it trying to achieve?
She was talking about drawing, but the lesson ran deeper. She was teaching me to question what sits beneath the surface, to understand intent and to look harder at why things are the way they are. That instinct has shaped the way I view things ever since.
Career
My career started in publishing. Designer, then Art Editor, then Art Director across consumer and B2B magazines and national newspapers including The Telegraph, Daily Mail and Sunday Mirror. Fast environments. High volume. Zero tolerance for any faff or BS. The experience taught me a lot.
From there I moved into agencies, working on projects for Unilever, Barclays and Adidas, where it became increasingly obvious that design was only ever as good as the thinking behind it. That thinking led somewhere inevitable.
I founded my first business in 2003. What started as a design and communications agency evolved into a brand strategy consultancy, before becoming Brandality in 2018. Not a rebrand for its own sake. A natural progression toward the work that mattered most.
The companies that struggle to explain who they are are the same ones struggling to grow. That's not a coincidence.
Credentials and authority
Brand Architect certification - Level C
Brand Strategist certification - Level C
Brand Specialist certification - Level C
Industry awards judge - Various design and Food & Drink Industry awards
Published writer on brand strategy and identity
Mentor to founders and small business owners
Core sector experience
Health & Wellbeing
Food & Drink
Pet & Equestrian
Leisure
Professional Services
What I focus on today
Today, I work with ambitious businesses at points of transition, whether they are growing quickly, navigating complexity, or recognising that market perception has started to fall behind business reality.
Across health and wellbeing, food and drink, pet and equestrian, and B2B service brands, the pattern is often the same: the business has evolved, but its identity, proposition or direction has not kept pace. My role is to restore clarity, so the business can move forward with stronger positioning, better alignment and greater confidence.
Strategy is a coordinated set of choices to achieve a defined objective - it is not a plan.
Beyond the work
Outside work, I read widely on stoicism, communication and identity. I coach under-9s rugby, drive cars on track when I get the chance and have been trying to master the guitar for longer than I should admit.
Bucket-list items recently ticked off:
Dog sledding in the Arctic
Track Day at Silverstone
Designing and building my own home on the plot where my grandfather built his in 1962.
My recent articles
Hi, I'm Adam Arnold
For over 20 years, I have led agencies and consultancies spanning strategy, branding, marketing and design. Today, I am a consultant and advisor specialising in strategy and identity, helping growing businesses regain clarity on who they are, what they stand for and where they need to go next.
My work turns complexity into clear direction, sharper positioning and a more coherent brand, so businesses are easier to understand, easier to trust and easier to choose.
Location
London Based, working globally
(GMT)
I live on the Essex and Hertfordshire border, just north of London, next to fields once farmed by my family. Growing up close to land I worked on as a child has left its mark. You learn that what lasts is built properly, that progress has roots and that knowing where you stand is the only honest place to start.
Some of my best thinking still happens while walking my dog Brodie across those same fields. It is a useful reminder that clarity and inspiration rarely comes from staring harder at a screen.
When you have clarity, everything moves forward faster, sharper and with purpose
How it started
My first real lesson in seeing clearly came when I was nine. I showed my aunty (an art teacher) a drawing I was quietly proud of. She looked at it and said, “It’s not good enough.”
Then she knelt beside me and said something I have never forgotten: you need to learn to see. Really see. Why does it look this way and not another? What is it trying to achieve?
She was talking about drawing, but the lesson ran deeper. She was teaching me to question what sits beneath the surface, to understand intent and to look harder at why things are the way they are. That instinct has shaped the way I view things ever since.
Career
My career started in publishing. Designer, then Art Editor, then Art Director across consumer and B2B magazines and national newspapers including The Telegraph, Daily Mail and Sunday Mirror. Fast environments. High volume. Zero tolerance for any faff or BS. The experience taught me a lot.
From there I moved into agencies, working on projects for Unilever, Barclays and Adidas, where it became increasingly obvious that design was only ever as good as the thinking behind it. That thinking led somewhere inevitable.
I founded my first business in 2003. What started as a design and communications agency evolved into a brand strategy consultancy, before becoming Brandality in 2018. Not a rebrand for its own sake. A natural progression toward the work that mattered most.
The companies that struggle to explain who they are are the same ones struggling to grow. That's not a coincidence.
Credentials and authority
Brand Architect certification - Level C
Brand Strategist certification - Level C
Brand Specialist certification - Level C
Industry awards judge - Various design and Food & Drink Industry awards
Published writer on brand strategy and identity
Mentor to founders and small business owners
Core sector experience
Health & Wellbeing
Food & Drink
Pet & Equestrian
Leisure
Professional Services
What I focus on today
Today, I work with ambitious businesses at points of transition, whether they are growing quickly, navigating complexity, or recognising that market perception has started to fall behind business reality.
Across health and wellbeing, food and drink, pet and equestrian, and B2B service brands, the pattern is often the same: the business has evolved, but its identity, proposition or direction has not kept pace. My role is to restore clarity, so the business can move forward with stronger positioning, better alignment and greater confidence.
Strategy is a coordinated set of choices to achieve a defined objective - it is not a plan.
Beyond the work
Outside work, I read widely on stoicism, communication and identity. I coach under-9s rugby, drive cars on track when I get the chance and have been trying to master the guitar for longer than I should admit.
Bucket-list items recently ticked off:
Dog sledding in the Arctic
Track Day at Silverstone
Designing and building my own home on the plot where my grandfather built his in 1962.